The forgotten world of print

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The forgotten world of print

18 January 2018

Matthew Burgess

This week is International Printing Week, so in celebration we wanted to remind you about the seemingly forgotten world of print and all the wonders it can bring you.

In 2017 Canada Post and neuro-marketing agency TrueImpact conducted a study into the differences between print and digital media, with surprising findings. Their results revealed that direct mail (printed), takes 21% less cognitive effort to process than digital media, meaning it is easier to understand and remember. When the study subjects were asked to remember the company name of an advert they had just seen, correct answers for direct mail ads were 70% higher than those for digital ads.

It’s not just that they remember you either; the evidence shows that print is a much more persuasive and powerful motivator, with a 20% higher response rate than digital.

The digital generation actually prefer print

Yes, surprisingly, millennials do prefer print to digital media. This generation values connection, legitimacy and authenticity; all of which print can provide. Holding a piece of direct mail in your hand literally connects you to the brand, with a real feeling. This isn’t to say to bombard them with endless letters – they are still the generation of high expectations so a simple letter just isn’t going to cut it. If you’re struggling for new ideas, give us a call and see how we can help.

Going around full circle

To many people, print media is a ‘new’ novelty. Social media and emails are an ingrained part of most people’s lives so to receive something tangible is ‘exciting and new’. Of course, this should be reinforced by the usual methods of communication, but print could give your campaign that winning bonus.

If you are going to do it, do it properly

Before you rush off and start bombarding your audience with a ton of printed material, stop. Yes, print can be extremely effect, but it has to be done correctly. This means the right design, messaging, tone and content.

Get in touch today to start planning your printed masterpieces.

 

 

18 January 2018 |

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